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Klappentext This book provides an in-depth focus on new and emerging developments in marketing communication, including advertising, public relations, and sales promotions. Twenty-five of the most prominent contemporary marketing experts from the United States and Europe share their specialized knowledge and views, making this essential reading for anyone interested in keeping pace with the rapidly changing marketing techniques and communication technologies of the 21st Century. Zusammenfassung Provides an overview and analysis of the world of marketing communication in the 21st Century. This book focuses on developments in marketing communication, and is of interest to academics, students, and marketing professionals. It is intended as a supplemental reader for undergraduate, graduate, and MBA courses. Inhaltsverzeichnis Introduction: Marketing Communication in the New Millennium Part I: New Approaches to Marketing Communication 1: Maurice Lévy and Dan O'Donoghue: New Trends in the Promotion of Companies and Brands to Stakeholders: A Holistic Approach 2: Matthew S. Eastin and Terry Daugherty: Past, Current, and Future Trends in Mass Communication Research 3: James Fitchett: The 21st Century Consumer Society 4: Albert M. Muñiz, Jr. and Thomas C. O'Guinn: Marketing Communications in a World of Consumption and Brand Communities 5: H. David Hennessey: Marketing Communications Trends in the Emerging Global Marketplace Part II: Developments in Marketing Communication Technologies 6: Tina M. Lowrey, L. J. Shrum, and John A. McCarty: The Future of Television Advertising 7: John O'Connor, Eamonn Galvin, and Martin Evans: Electronic Marketing and Marketing Communications: The Role of Technology 8: Chris Fill: The Influence of Technology on Below-the-Line Marketing Communications 9: Thomas W. Gruen: Integrated Marketing Communications and the Emerging Role of the Web Site 10: George R. Silverman: Word of Mouth: The Oldest, Newest Marketing Medium Part III: Rethinking Marketing Communication Styles 11: A. Fuat Firat and Lars Thøger Christensen: Marketing Communication in a Postmodern World 12: Eric J. Arnould and Elisabeth Tissier-Desbordes: Hypermodernity and the New Millennium: Scientific Language as a Tool for Marketing Communications 13: Janet L. Borgerson and Jonathan E. Schroeder: Identity in Marketing Communications: An Ethics of Visual Representation 14: Douglas Brownlie and Michael Saren: The Communication of Marketing: A Critical Analysis of Discursive Practice ...
